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March 29, 2011 11:21:52 | in marketing

Peru finally has a country brand

peru
The new Peru brand moves away from the Inca identity.


By Beatrice Ciabatti

After waiting many years, Peru has finally a country brand. Futurebrand was the company in charge of developing the brand that shows the word Peru in white on a red background, just like the colors of the Peruvian flag. Approximately $900,000 was the cost of creating the country brand.


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Read more about the details behind the new Peru brand

The principal goal of a country brand is to create a simple idea that contains all of the most important aspects of Peru and that can efficiently transmit the country’s value proposition. The benefits that the country brand will bring are manifold: it is a tool that will allow us to increase tourism, exports, attract new investments, add value to our products and services, attract human capital and promote our culture and heritage. Behind it, there is a strategy to improve the country’s image and make it more competitive in the markets abroad.

The logo shows a P with a spiral form that makes us think of the Peruvian past: it shows a sign found in many of the cultures of Peruvian history and especially the Nazca Lines, the Caral symbol and the lines make a design that could be interpreted as a fingerprint that stands for identity; but the logo also represents the future because you can find the @ sign: which brings modern and technological significance to it. All in all, the Peru brand talks about the past and the future of Peru.

The motto that accompanies the country brand is: “There is a Peru for each one of us.” It tells us about Peru’s diversities: it stimulates tourism, attracts investors, and helps with exports.

It is estimated that with the Peru brand, exports could triplicate in five years, so by the year 2016, Peruvian exports could reach $100 billion (last year our exports reached $35 billion) and obviously there will be more jobs. Tourism on the other hand should grow around 10%. Products that will include the PERU logo should be quality products and Promperu will determine which companies can use the brand on a voluntary basis.

The brand shows a multifaceted PERU due to its cultural and geographical diversity. It is a strong brand that will have 13 ambassadors like singer Gian Marco, chef Gaston Acurio, opera singer Juan Diego Flores, boxer Kina Malpartida amongst others.

However, for the country brand to be successful, first an internal campaign must be launched where Peruvians will appropriate the concept themselves, and identify with the brand. It is elementary that the brand is able to reflect the spirit of the people and build agreement amongst Peruvians. To reach this goal, an ad campaign will be developed by Young & Rubicam in Peru with an investment of $1.8 million that includes a campaign across TV, radio and other media in Peru before heading out to win over world markets.

Peruvians are very proud for their new country brand. There couldn't be a better time to launch the brand PERU, now that the economic outlook is positive and self-esteem is higher than ever. The country brand in this context will be vital to further promote pride and unity of Peruvians who have finally been rewarded after difficult years overcome through hard work.

Beatrice on Peru business

How Bembos in Peru gives McDonald's a headache

Marketers and the tween generation

For Peru exports, specialize in tradition and authenticity

Beatrice Ciabatti is marketing director of Ilaria-Peru.


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6 Comments

# Juan L says :
30 March, 2011 [ 05:41 ]
There's some facts about our country brand I didn't know. At first time, I have to admit my doubts about the logo, but know i really like it, and it looks nice on bags and cloths. Great! know we have to keep working to advance the next level
 
# Monika says :
31 March, 2011 [ 07:28 ]
Very nice logo! I would like to suggest to consider as ambassadors: Mario Vargas Llosa and Mario Testino (Photographer). Both are very successful Peruvians and internationally well known.
# EB says :
2 May, 2011 [ 06:06 ]
When Vargas Llosa decided to endorse Humala, He lost credibility to me.  He is a bitter man, who still holds a grudge for losing to Keiko's father, 20 YEARS AGO!
# Elena says :
28 May, 2011 [ 05:21 ]
I agree with EB. He is a bitter man who changed his political views radically for this election. Look at what he said 20 years ago and look at what he espouses now. He DOES NOT deserve to be a spokesman for Peru!
I love the Perú logo! I hope that this will help put Perú forward in all areas be they exports, tourism, etc.
# Marissa says :
30 May, 2011 [ 03:31 ]

To EB & Elena

You'd rather talk bad about Vargas Llosa and applause Fujimori? unbelievable, at least Vargas Llosa is an intelligent man. He is respected and recognized in other countries, unlike Fujimori who is known for killing and stealing. Yeah, the terrorists killed innocent people, so did Fujimori. That makes him a terrorist too. He surrounded himself with criminals for his own benefit, an evil man surrounds himself with evil, a good man surrounds himself with wise people.

You call Vargas Llosa radical, don't you know that he is a capitalist just like Keiko? The difference is that Vargas Llosa did not agree with what Fujimori's administration did during the '90s. We all know that Fujimori robbed the country, took all the donations that Japan sent to Peru. The rest of the world knows that.

You people should recognize of what Vargas Llosa represents the country. There are many of them like Vargas that need to be recognized and appreciated rather than defending criminals. Just because Vargas Llosa does not like or support the Fujimoris, does not mean Vargas is a radical.  A lot of people do not support Fujimori, but they are not radicals, ok. get it.


# Marissa says :
30 May, 2011 [ 03:36 ]

To EB & Elena

Google Fujimori, the first thing that comes up is criminal, corruption, assassin, human rights violator, and goes on and on.

Google Vargas Llosa, the first thing that comes up is, journalist, writer, Novel Prize winner and on and on.

you see the difference..



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